4 Lessons Marketers Can Learn from Local TV News Reporters

This post was initially published on BostInnovation on July 28, 2011. To read the original post there, click here. Today – thanks to social media, smartphones and other new digital communications platforms and tools – what the savviest of consumers are asking of their favorite brands is almost as much as they’d expect from their best

The Importance of LinkedIn Recommendations

Given my outgoing personality, my obsession with the latest news and the fact that I’ve always been an early adopter of new communications tools, it’s no surprise that I’ve been enamored with social media from the get-go. I can’t tell you how excited I was to launch my own blog in early 2004, where I’ve written nearly 100,000 words

10 Ways to Succeed as a Copywriter, Parts 1-10

If you’ve been reading this blog for the last few months, you know I’ve been writing a series of posts on copywriting. Similar to the approach I took with my series on social media, I’ve looked at copywriting from a 30,000-foot level, focusing on the principles you need to be mindful of if you want to succeed in this

10 Ways to Succeed in Social Media, Parts 1-10

If you’ve been reading my blog for a while, you already know about the  “10 Ways to Succeed in Social Media” series of posts I started writing on January 13 of this year and recently concluded on April 5. But what you wouldn’t know is how much I’ve been looking forward to stringing these posts together into one exhaustive guide

The Importance of Character in Social Media

By now, most people involved in marketing, advertising and PR have put aside any skepticism they may have had about social media and are using such online communications vehicles as blogs, Twitter, Facebook and YouTube to reach out to and engage with others. They’re finally realizing that — as I’ve said before here on this blog — the

Social Media Isn’t Rocket Science

Social media isn’t rocket science.

Yup. Using LinkedIn, Twitter, Facebook, Instagram and the like is easier than you think IF you make it a priority.

But that’s just the problem. Many businesses, organizations, institutions and communities don’t get it. They are still giving short shrift to what they view as an unnecessary, newfangled way of communications. They think social media is a fad or something the cool kids may do, not something they have to make a priority.

Think again.

Employers should be training their employees TODAY how to use social media on behalf of their brands.

Anyone in a leadership position should be immersing themselves NOW in everything to do with these online channels and making sure their constituents are right behind them.

Team members are your advocates. Those in your audience are your ambassadors. All of them can help you build a bigger, better brand.

Lead by example and establish a consistently conspicuous presence on social media before your competition leaves you in the dust.

Music to the Ears of Your Audience on Social Media

Bruno Mars and Cardi B. Lady Gaga and Tony Bennett. Florida Georgia Line and Bebe Rexha.

Performers in the music world do it all the time. They collaborate. They form partnerships. They join forces to produce music that they know they couldn’t have done on their own.

You can do the same thing on social media.

Hook up with other brands, businesses and people to produce content that you couldn’t do on your own. Guest post on their blogs and vice versa. Conduct interviews. Barter services. Tag-team projects. Engage with them in some way, shape or form.

Mix it up. Put different faces and voices in front of your audience every so often. The results may pleasantly surprise you.

Collaboration. It’s music to the ears of your audience on social media.

Use Social Media Like Chloe Kim

Use social media like Chloe Kim.

Chloe jumped, twisted, turned, somersaulted and flew her way to a gold medal recently on her snowboard in the women’s halfpipe competition at the PyeongChang 2018 Winter Olympic Games.

But what caught my attention almost as much as her prowess on a snowboard was the fact that she used Twitter during the competition.

Yup. Chloe somehow found time to tweet between runs about being “hangry” because she hadn’t finished her breakfast sandwich.

Kudos to this snowboarding superstar not just for winning gold, but for showing the world the prevalence, pervasiveness and power of Twitter. Despite the triviality of her tweet, it’s still received over 10,000 RTs and 100,00 likes.

Businesses and brands (personal or corporate), that use social media like Chloe are more likely to endear themselves to their followers and fans.

Be authentic. Be extemporaneous. Be yourself. Be like Chloe Kim.

12 Boston-Area Marketers to Follow on Twitter, Part II

Of course, there are far more than just a dozen marketing professionals in the Boston area who you and I should be following on Twitter. There are hundreds, if not thousands who deserve our attention.

That’s what couldn’t have been more obvious to me after finishing up my last post for this blog. And while I can’t possibly write about every single one of them here in this space, I can certainly give it another whirl.

So, to continue the conversation about some of the most ridiculously accomplished people in our industry on Twitter who just happen to work around here – that is, Boston – here are another 12 local rock stars of marketing, advertising, PR and social media.

You can follow them individually on Twitter by clicking on their handles below. You can also subscribe to my list (here), which now includes a total of 24 “Boston Marketing Pros” among the countless number of others out there.

1. Meghan Biro
Follow Meghan at @MeghanMBiro

CEO of Talent Culture, Meghan is a renowned thought leader and prolific social media practitioner on everything to do with HR, recruiting, work trends, leadership and more.

2. John Foley
Follow John at @johnfoleyjr

John is a CEO, a CMO, a published author, an experienced public speaker, a successful consultant and a consummate, senior-level marketing professional.

3. Christine Perkett
Follow Christine at @missusP

Christine has a wealth of knowledge in many areas – PR, marketing, analytics, digital media, you name it – which she generously shares with her audience of nearly 50,000 followers on Twitter.

4. Robert Collins
Follow Robert at @RobertCollins

A senior vice president at LEWIS Global Communications, a global communications agency, Robert specializes in social media, direct marketing, content marketing and PR.

5. Kris Kiehn
Follow Kris at @SimplyK2Mktg

An experienced brand marketer with a focus on CPG, retail, food, beverage and apparel, Kris puts more thought into what she shares on Twitter than any local marketer I know, adding a personal touch to her tweets that commands attention and drives response.

6. Joselin Mane
Follow Joseline at @JoselinMane

He knows how to bring people together, on social media and in real life (IRL). He’s extremely well-known around town, as he networks as much in person as online. He also runs @BostonTweetUp. He’s Joselin Mane.

7. Christina Inge
Follow Christina at @christinainge

She’s not only the founder and CEO of Thoughtlight, a tech consulting company, Christina is also the founder of Sleek Marketing, an organization that provides digital marketing educational sessions.

8. Vala Afashar
Follow Vala at @ValaAfshar

If you want to be inspired, follow the chief digital evangelist of Salesforce, Vala Afashar, on Twitter. His tweets (over 330,000 of them) are refreshingly unique, creative and positive.

9. Julia Campbell
Follow Julia at @JuliaCSocial

She’s the author of the new book, “Storytelling in the Digital Age: A Guide for Nonprofits.” According to her Twitter profile, Julia also helps “nonprofits change the world using social media & digital marketing tools.”

10. John Haydon
Follow John at @johnhaydon

A well-known marketing expert, especially in the fundraising arena, John is the author of the book, “Facebook Marketing for Dummies,” and has almost 50,000 followers on Twitter.

11. Lisa Nickerson
Follow Lisa at @LisaNickerson

Founder and principal of her own full-service communications agency, Nickerson, Lisa was recognized as Marketing Professional of the Year at the 2016 PRISM awards.

12. Chris Requena
Follow Chris at @CERequena

The co-founder of Boston New Technology, a technology and startup community of 16,000+ members, Chris is also co-founder of Mobinett, an interactive app development firm and an employee at hubEngage.

Note: This post, “12 Boston-Area Marketing Pros to Follow on Twitter, Part II,” was originally published on the AMA Boston blog on February 1, 2018, here.

Shouting It Out Loud on Social Media

Shout it out loud.

That’s what your customers, connections, clients and constituents are doing on social media. They’re amplifying what you have to say about your business to their own personal networks, exponentially increasing the reach of your marketing messages.

Are you taking advantage of this opportunity? Are you providing your audience with enough quality content to share on a regular basis? Are you capitalizing on the fact that your fans, followers and friends can help you get the word out about your products and services in today’s day and age?

Like it or not, online communities are talking about you. Give them something to rave about. Give them something to share. Give them something to shout from the rooftops that will call more positive attention to your personal or corporate brand.

Use Social Media as an Ice-Breaker

Back in 1990 or so, I joined Toastmasters. Toastmasters is a public speaking group, and one of the first speeches you give in Toastmasters is called the ice-breaker. The ice-breaker’s point is to allow people to get to know you. You share a lot about who you are as a person…your interests, your hobbies, your lifestyle, your personality, your family, your work. You share as much as you’re comfortable sharing with the others. The idea is to connect with the audience. The idea is to let them get to know you. The idea is to make future speeches a lot more comfortable for both you and the audience because you’ve now been connected.

Think of social media – brands, personal brands and corporate brands – as your ice-breaker. You should let your fans, your followers, your customers, your constituents get to know you. The more they know you, the better they know you, the more likely they’re going to be to do business with you, to support you, to be loyal to you, to share your content, to re-tweet you.

So on LinkedIn, Facebook, Twitter, YouTube, Instagram, you name it, any social media channel, think of social media as your ice-breaker…whether you’re an individual brand or a corporate brand. Use social media to let people get to know you.

12 Boston-Area Marketing Pros to Follow on Twitter, Part I

There are roughly 330 million monthly active users of Twitter, and who knows how many of them work or live in and around Boston.

I’ve identified a dozen of those users who not only fall into the latter category, though, but who also happen to have proven themselves to be ridiculously accomplished marketing professionals.

If you’re not following these rock stars of marketing, advertising, PR and social media yet, get after it now.

Here is a little information about each of them, including their respective Twitter handles and an aggregated stream of their latest tweets from a public list I’ve added them to on Twitter. You can follow them individually by clicking on their handles below and subscribe to my list, which includes all 12 of them, here.

1. Beth Monaghan
Follow Beth at @bamonaghan
The CEO of InkHouse, a fast-growing PR agency she co-founded in 2007, Beth is a writer, a thought-leader and a strong advocate for equal opportunities in the workplace.

2. Mike Volpe
Follow Mike at @mvolpe
The former CMO and “3rd founder” at HubSpot, Mike is now CMO of Cybereason and an angel investor in startups. When it comes to modern marketing, Mike has been there and done that, succeeding wildly.

3. David Meerman Scott
Follow David at @dmscott
A marketing and sales strategist extraordinaire, David has not only written 10 books and over 18,000 tweets, he has an excellent blog, too, called Web Marketing Ink, and is a highly sought-after public speaker.

4. Casie Gillette
Follow Casie at @casieg
Senior director of B2B digital marketing agency, Komarketing, Casie shares informational and insightful content on Twitter about pretty much everything to do with marketing, including SEO, social media, content marketing, branding, you name it.

5. Jay Acunzo*
Follow Jay at @jayacunzo
He’s an accomplished keynote speaker, blogger, content marketer, storyteller and strategist. I’ve never met Jay, but I feel like I know him from following him on Twitter and listening to his podcast, Unthinkable.

*Although Jay moved to New York City earlier this year, I couldn’t not include him on this list given how much he did with the co-founding and building up of Boston Content, an excellent community for content marketers.

6. Colette Phillips
Follow Colette at @colettephillips
Including her recent inclusion on Boston Business Journal’s Power 50 list, Colette has been recognized countless times for her leadership, influence and all-around business prowess. She runs her own PR and marketing communications firm.

7. Christopher Penn
Follow Chris at @cspenn
To follow Chris on Twitter is to learn a lot about the intersection of marketing, technology and data. His tweets are educational and enlightening, informative and incisive. No wonder he has nearly 100,000 followers.

8. Chris Brogan
Follow Chris at @chrisbrogan
Much more than a marketer, Chris is CEO of Owner Media Group and a New York Times bestselling author of nine books. He was a very early adopter of social media and is always thinking ahead when it comes to running a successful business.

9. Ann Handley
Follow Ann at @annhandley and @marketingprofs
Ann is the Chief Content Officer of MarketingProfs, a bestselling author and keynote speaker. Considered a “pioneer in digital marketing,” she always has a wealth of knowledge to share on Twitter and anywhere else you may find her.

10. Nancy Harhut
Follow Nancy at @nharhut
A big proponent of behavioral science in marketing, Nancy is an award-winning copywriter and creative director who speaks all around the world about her craft. I know Nancy personally, and she is the one of the nicest human beings you will ever meet, not to mention one of the smartest.

11. Larry Weber
Follow Larry at @TheLarryWeber
Chairman and Founder of Racepoint Global, a world-renowned integrated marketing and PR agency, and co-founder and Chairman of the Board of Directors of the Massachusetts Innovation and Technology Exchange (MITX), Larry is also a popular author, speaker and thought-leader.

12. Karen Kaplan
Follow Karen at @KarenKaplanHH
Having been honored by both Business Insider and Ad Age as one of the most influential women in advertising, Karen is the Chairman and CEO of Hill Holliday, one of the largest (650 employees) – and most iconic – agencies in the country.

Note: This post, “12 Boston-Area Marketing Pros to Follow on Twitter, Part I,” was originally published on the AMA Boston blog on December 18, 2017, here.

The 90-9-1 Rule and Social Media

Very few people on LinkedIn, Twitter, Facebook, Instagram and the like are going to create original content and share it with others on a regular basis. The same goes for wherever you work. A small percentage of employees are going to write blog posts, record videos and use social media on behalf of his or her employer. That’s the 1% of the 90-9-1 rule. That’s the 1% that any organization should identify, recognize, reward and look up to for thought leadership, branding, marketing and PR.